About

Ably™ | Unbelievably odor & stain repellant natural apparel

$540,112

pledged of $20,000 goal

4,900

backers

Ably’s 100% premium cotton shirts and hoodies shrug off water, stains, and odor so you can get into your dirtiest fun and still look and smell fresh. Go ahead, Nature Boy—camp for a week with only one shirt. Go for it, Gym Queen—work out for an hour on the elliptical and still smell like daisies. It’s time to think of all the stuff you can do with your time besides laundry.

Ably Apparel is activated with Filium™, a technology that makes natural fabrics repel liquids, stains, and odors. The first time we saw our prototypes in action, we had to pick our jaws off the floor. Pour water on an Ably shirt, spill coffee or wine, and it just beads up and rolls off like it’s on glass.

Unlike most performance apparel, ABLY clothing doesn’t absorb sweat. Your perspiration just evaporates through the breathable fabric, keeping your clothes fresh. You can wear our shirts to the gym every day for a week and it’ll still smell new. It’s not 100% waterproof, so if you get dunked you’ll still get wet—but your Ably shirt or hoodie will dry up to 40% faster than regular cotton.
There are other products on the market now that promise similar repellant properties, but they use a nanoparticle coating. Our technology doesn’t use nanoparticles or toxic chemicals that can leach into your skin or the environment. Filium’s core technology is produced according to bluesign® standards for sustainable materials and production.

These are prototypes. We’re still messing with some of the details and looking for new features to add, so the final product may be a little different. We’ll let you know about any changes, and If you have any suggestions or requests we’d love to hear them.

We think this product is amazing even if it’s just one incredible shirt or hoodie in your wardrobe. (Or five. Or ten. Don’t let us hold you back.)
Doing laundry uses a lot of energy and resources. Washing and drying one load of laundry every two days creates about 970 lbs of CO2 every year. Even if you don’t do laundry that often, multiply that energy cost by all the hundreds of millions of people who wash clothes. Which is most people, by the way. If even a fraction of the world’s clothing were activated with Filium, that would be a gigantic reduction in carbon emissions and wasted resources.

We don’t have a whole line of Ably clothing ready to go, but we want to prove that this idea works. If we can do that, then more clothing manufacturers will adopt Filium. And when that happens, this becomes so much more than just a cool shirt or hoodie. We don’t want Ably to be the only clothing line activated with Filium, we just want it to be the first. And that’s where you come in. Help us out with a pledge, get some Ably gear, and spread the world. And that’s where you come in.
Help us out with a pledge, get some Ably gear, and spread the word.

1st Stretch Goal Complete...Women long sleeve shirts will be available as an add-on at the end of the campaign.

Risks and challenges

The extraordinary properties of Ably are recent developments, but as far as creating and delivering great fitting premium apparel, this is not our first rodeo. Our track record in the apparel industry makes us completely confident we will be able to timely fulfill any number of orders.

Kickstarter is not a store.

Pledge US$ 5,000 or more
About US$ 5,000

FEARLESS LEADER OF CHANGE

110 T-SHIRTS & 32 HOODIES
(Save $4,280)

No one believes in change more than you. Here's your opportunity to get everyone you know—and their friends—decked out in Ably. In addition to the apparel, each pledge receives a Fearless Leader of Change Certificate and Ably Stickers.